Penerapan Model AIDA dalam Artikel Produk Website Lights untuk Strategi Pemasaran Persuasif

Annisa Garnis Ning Pratiwi, Alfi Rahmawati

Abstract


This study examines how the AIDA model is implemented within the structure and content of product articles published on the Lights website, which serves as the primary digital marketing platform for PLN Icon Plus. The research aims to identify how each stage of the AIDA model Attention, Interest, Desire, and Action is reflected in the article writing process and to analyze the persuasive elements used to support these stages. Using a qualitative approach, the study collected data through interviews, observation, and documentation, followed by analysis using the interactive model of Miles and Huberman. The findings indicate that article production on the Lights website adopts the AIDA model in a systematic manner. The Attention stage is achieved through compelling headlines, strategic visuals, and concise opening paragraphs. The Interest stage is developed through informative explanations and contextual problem framing across multiple sectors. The Desire stage emphasizes concrete benefits and value propositions tailored to audience needs. The Action stage relies on clear and accessible calls to action that guide readers to specific channels. Overall, the integration of persuasive communication elements within the AIDA model enhances strengthens audience engagement with PLN Icon Plus services.


Keywords


AIDA Model; Product Article; Persuasive Communication

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References


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DOI: https://doi.org/10.32509/petanda.v8i1.6353

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